The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value
Chapter
Abstract
Firms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.
Keywords
Social Capital Social Identity Brand Equity Price Premium Brand Loyalty
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Copyright information
© Springer Fachmedien Wiesbaden 2014